Designing an Integrated Communication Model of Social Marketing in the Country's Tax Affairs Organization

Subject Areas : Business Management

Seyed akbar Manjegani ¹ , Amir Ghafourian Shagerdi ² , Golnar Shojaei Baghini ³

1 - Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.
2 - Assistant Professor, Faculty of Administrative Sciences, Imamreza International University, Mashhad, Iran.
3 - Department of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.

Accepted : 0621-03-23 Published : 2023-02-20

Keywords: Social Marketing, Integrated Marketing Communications, State Tax Affairs Administration,

Abstract :

The main goal of this research is to present the integrated social marketing communication model of the country's tax affairs organization. The current research is a qualitative research in terms of practical purpose and in terms of nature and method, using content analysis strategy, which aims to discover and identify variables, their relationships and the quality of social marketing integrated communication issues in the country's tax organization. The statistical population of the research is tax experts, trade unions, and social affairs, who were selected by non-probability and snowball sampling method, a total of 12 people until the theoretical adequacy of the data was reached. The data was collected through semi-structured interviews. In order to obtain the reliability and validity of the data, the method of reviewing and checking the opinion of the participants was used. Interview analysis and coding were also used to analyze the data. The results showed that the criteria of integrated social marketing communication in the country's tax affairs organization include social capital (reduction of tax evasion, social trust, reduction of unemployment rate), social responsibility (economic needs, compliance with laws, business ethics, humanitarian responsibilities), value functional (service quality, service delivery, standards, order in service), promotional marketing mix (public relations, direct marketing, personal selling, non-verbal advertising), people's resources (cooperation, motivation, tolerance) and organization's resources (performance quality, quality technical, communication quality).

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